This article was originally published on Ancient Beauty Trend Report.Pick up your copy here
Hair oils, gua sha, dry body brushing, and rice water treatments stand out as one of the most viral and long-lasting TikTok beauty trends of the past five years.
But while they’re widely popularized by influencers and celebrities, it’s no coincidence that they’re all rooted in ancient, time-tested beauty practices and rich cultural traditions.
This is the essence of their charm.
Ancient remedies and traditional beauty rituals are proving appealing to Gen Z for a variety of reasons, including offering a respite from a busy, technology-intensive lifestyle.
For example, applying hair oil is a soothing ritual that can last from a few hours to overnight, while a facial kasha massage is done deliberately and slowly.
Akash Mehta, CEO and co-founder of Fable & Mane, a hair wellness brand inspired by ancient Indian hair oil massages. And whether they admit it or not, they are exhausted by it.
“They see these ancient rituals as an opportunity to take a moment, take a deep breath, recognize that good things take time, and give a massage 10 minutes instead of one.”
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- Company:
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WGSN
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Kama Ayurveda
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fable and mane
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